Table of Contents

Executive summary.....................................................................................................................................4
Introduction.................................................................................................................................................5
Critical Success Factor................................................................................................................................5
Environmental Factors:...............................................................................................................................6
Macro Environment.................................................................................................................................6
SWOT Analysis...........................................................................................................................................7
Strengths..................................................................................................................................................7
Weaknesses.............................................................................................................................................7
Opportunities...........................................................................................................................................7
Threats.....................................................................................................................................................8
 Streangths Weaknesses
Expertise and experience in Limited of critical thinking
the advertising industry
lack of marketing expertise
Valuable partners
possession of clients
Good track record.
Low-quality products and
List of current clients. services or products those are
low debt a difficult to differentiate from
lot of borrowing power others in the market.

Opportunities Threats
Uniquely positioned to
capture market share
Growth and expansion,
particularly for the next five Considerations about the
years. economy
Attract new talent Shrinking advertising budgets
could threaten your agency.
Take on partners and form
joint ventures.

.................................................................................................................................................................... 9
Market Summary.......................................................................................................................................10
Market Segmentation.............................................................................................................................10
Market Analysis........................................................................................................................................10
Marketing Trends......................................................................................................................................11
Market Needs............................................................................................................................................11
Market Growth..........................................................................................................................................12
Competition...............................................................................................................................................13
Service Offering:.......................................................................................................................................13
Critical Issues:...........................................................................................................................................14
Marketing Strategy....................................................................................................................................15
Mission Statement.....................................................................................................................................15
Vision Statement.......................................................................................................................................15
Target marketing.......................................................................................................................................16
Positioning statement.................................................................................................................................16
Strategy pyramids......................................................................................................................................17
Services marketing mix.............................................................................................................................18
Building customer relationship..................................................................................................................18
Service blue printing..................................................................................................................................19
Marketing research....................................................................................................................................19
Services process........................................................................................................................................20
Perceptual mapping...................................................................................................................................20
Chase strategy...........................................................................................................................................21
Service escape...........................................................................................................................................21
GAP model................................................................................................................................................22
Research and development........................................................................................................................23
Variability.................................................................................................................................................23
Fishbone....................................................................................................................................................24
Financial budget and forecasts...................................................................................................................24
Break-even analysis...................................................................................................................................25
Sales forecast.............................................................................................................................................25
Expense forecast........................................................................................................................................26
Controls.....................................................................................................................................................26
Implementation milestones........................................................................................................................26
Executive summary
An advertising agency has to undergo different kind of marketing and financial tactics in order to
become a good, successful, and profitable organization. There are many factors which plays their
part in the success of the advertising agency which they have to undertake by any means in
becoming a successful business organization. Every factor is crucial in the success of the
advertising agency as every of them plays a separate integral part in making a successful
company. This study will undertake many of the factors of success which an advertising agency
needs in becoming a successful organization.
Introduction (ABC Advertise Agency)
An ABC advertising agency often referred to as a creative agency or an ad’s agency, is a
business dedicated to creating, planning, and handling advertising and sometimes other forms
of promotion and marketing for its clients. An ad agency is generally independent from the
client; it may be an internal department or agency that provides an outside point of view to the
effort of selling the client's products or services, or an outside firm. An agency can also handle
overall marketing and branding strategies promotions for its clients, which may include sales as
well.
Typical advertisement agency clients include businesses and corporations, non-profit
organizations and private agencies. Agencies may be hired to produce television
advertisements, radio advertisements, online advertising, out-of-home advertising, mobile
marketing, and AR advertising, as part of an advertising campaign.

Critical Success Factor

The qualified ABC advertising agency should be chosen based on the following critical success
factor:

1. Visibility and search ranking

2. Quality of work
3. Results
4. Aligning with values
5. In-house expertise
6. Good communication skills
7. Problem-solving skills
Environmental Factors:
Companies get resources from the environment and supplies goods and services to the
environment. There are different environmental factors of ABC advertisers that affect a business
ability to serve its customers. These advertising environmental factors provide opportunities or
threats to a particular business. Now there are two types of forces which affect an organization to
serve its customers.

1. Micro-Environment
2. Macro-Environment
But there is only Macro economic factors who effect ABC advertisers.

Macro Environment
All the external factors of ABC advertisers which are uncontrollable and influence the business
strategies and decision making process.
SWOT Analysis

Strengths
 Expertise and experience in the advertising industry
 Valuable partners
 Good track record.
 List of current clients.
 low debt a
 lot of borrowing power

Weaknesses
 Limited of critical thinking
 lack of marketing expertise
 possession of clients
 Low-quality products and services or products those are difficult to differentiate from
others in the market.

Opportunities
 Uniquely positioned to capture market share
 Growth and expansion, particularly for the next five years.
 Attract new talent
 Take on partners and form joint ventures.
Threats
 Considerations about the economy
 Shrinking advertising budgets could threaten your agency.
 Streangths Weaknesses
Expertise and experience in Limited of critical thinking
the advertising industry
lack of marketing expertise
Valuable partners
possession of clients
Good track record.
Low-quality products and
List of current clients. services or products those are
low debt a difficult to differentiate from
lot of borrowing power others in the market.

Opportunities Threats
Uniquely positioned to
capture market share
Growth and expansion,
particularly for the next five Considerations about the
years. economy
Attract new talent Shrinking advertising budgets
could threaten your agency.
Take on partners and form
joint ventures.
Market Summary
It was recently reported in an eMarketeer online ABC advertiser advertising report that online
promotions are very powerful with offline companies, as well as online companies. 
Though offline companies are offering promotions that necessitate the customer going to one of
the company’s stores, consumers feel positive about the online promotions.  This opens up a new
avenue for these companies to target customer groups that use computers at work and at home. 

Consumers said they cared mostly about return policies, customer service, and product selection. 
A very impressive 94 percent of surveyed users reported they have shopped online before. 
About 76 percent of those surveyed said promotions were a positive influence on their buying
behavior.  Some 50 percent said online coupons were especially persuasive while 70 percent
found offline coupons equally attractive. 

An email campaign can be used to reach target customers no matter how small a company’s
Internet presence is, as long as the customer wants the product.

Market Segmentation
There are two distinct customer groups that ABC advertisers Advertising is focused on:

 Online companies with e-commerce

 Offline companies

Market Analysis
By any measure, the Internet is one of the fastest-growing commercial phenomena ever
witnessed by society. Host computers, or servers, have exploded from 3.2 million in 1994 to
roughly 79.2 million as of July 2001. During the same time period, the number of websites
roared to more than 6 million from only 3,000.

A key factor in the recent growth of the Internet is the popularity of the sub-$1,000 PC. Rapidly
falling component prices have allowed PC manufacturers to pass cost savings on to their
customers, resulting in a more attractively priced product. Computers sold at or below the $1,000
level have appealed to first-time PC users and lower income families. Because of the more
affordable prices, PC penetration in the United States is now approximately 50%, according to
Dataquest, a market research firm based in San Jose, California.

Marketing Trends
It’s important to be aware of the current top marketing trends to better decide if some upcoming
trends are worth investing in or ignoring. 

ABC advertising agency is one of the fastest-changing industries and ifABC advertising agency
is not moving quicker, then this ABC agency loss market trends. 
Here are some of the top digital marketing trends of ABC advertising agency. 
1. Conversational Marketing
2. Artificial intelligence
3. Voice Search Optimization
4. Better SERP data
5. Purposeful marketing
6. Agility And Quick Pivots

Market Needs
1. Fresh and unique perspective   

Knowing ABC advertising in and out is a fabulous thing, but this would not be enough for your
business growth.

2. Cost Effective 
Hiring an agency is cost-effective if they compile the digital media advertising solutions along
with their regular offerings. This way agency ensures that you will have access to a holistic
marketing and advertising solution.

3. In-House Expertise           

An advertising agency is an in-house expertise with people who are a specialist in different

marketing and advertising mediums & techniques.

4. Value of Time     

Every business owner understands the value of time and it's not possible for them to handle
independently. An advertising agency explores the market with their different advertisements
and campaigns and delivers at the proper time.

5. New Set of Connections       

One of the major benefits of hiring or working with an advertising agency is that the business
gets an access to meet a new set of connections which are already working with that advertising
agency.They get to know different marketing strategies of different companies to explore in the
industry.

6. Creative Art   

Developing a brand is not easy, this is the point where many businesses are struggling with.these
advertising agency with their experience and expert knowledge will create advertisements and
campaigns which will create brand awareness while developing logos, brand identity, brand
names or say rebranding.

Market Growth
In 2020, ABC advertising agency spends on Magna projects global ad spend to be $569 billion, a
year-over-year decline of 4.2%. Globally, the ad spends for traditional media (linear TV, linear
radio, print and out-of-home) was estimated to be $233 billion, a drop-off of 18% from 2019.
Digital media was far more robust as ad spend grew by 8% in 2020 reaching $336 billion. Magna
estimates in 2020 digital media will account for 59% of all global ad spend.

Competition
There’s a new threat on the horizon for ABC advertising agencies. Leading successful service
providers including Accenture, Deloitte, KPMG, IBM, McKinsey and PwC are acquiring
advertising companies. Because it serves as a warning for other industries: digital platforms are
starting to restructure businesses. Marketing in the digital age has become a very different story.
With the rise of Google and Facebook, it has become a digital story. Money has poured out of
print distribution and even TV into digital. But the bigger development is the transformation of
marketing organizations and the service providers that serve them.

Service Offering:
An ABC advertising agency offers a comprehensive range of services that address both the
traditional and digital marketing aspects of a business. Full-service ABC ad agency is made up of
a team of experts, and they’re a one-stop shop of services:

 Ad Campaigns
 Strategic Planning
 TV Ads
 Social Media Management
 Content Creation
 Web Development
 Radio Commercials
 SEO
 Graphic Design
 Lead Nurturing
Critical Issues:

Advertising as a profession came of age in the twentieth century, facilitating the shift of. society
from production-oriented small-town values to consumer-oriented urban lifestyles. With its
ability to create consumers, advertising became the central economic support system for our
mass media industries. Through its seemingly endless supply of pervasive and persuasive
strategies, advertising today saturates the cultural landscape.

Products now blend in as props or even as "characters" in TV shows and movies. In addition,
almost every national consumer product now has its own Web site to market itself to a global
audience 365 days a year.

Advertising was manipulating helpless consumers, attacking our dignity, and invading "the
privacy of our minds.  The advertising industry was all-powerful.  Although consumers have
historically been regarded as dupes by many critics.   Some of the most serious concerns involve
children, teens, and health.
Marketing Strategy
With over two million potential customers, Promerit Advertising will focus an email campaign
on a select group of 50,000 businesses each fiscal quarter.  We estimate a five percent response
rate to the campaign which will generate 1,250 leads.  These leads will then be used to generate
business contacts.  Over the year, we will generate 5,000 leads.

For good marketing strategy, we have to develop SWOT analysis, which I already discussed
above.

Mission Statement
To provide innovative and effective integrated brand marketing and public relations solutions
which help our clients grow their businesses and realize their marketing goals.

Vision Statement
Delivering results-oriented brand marketing programs and public relations campaigns that
enhance our clients’ awareness, improve their sales and foster their growth.
Target marketing
We will use target marketing method in targeting our customers for our advertising agency. For
implementing targeting method, we will target our potential customers first and then we will
collect their data for the purpose of targeting them in order to make them our customers. As an
advertising agency, our main focus would be on the businesses rather on the individuals as our
target customers are businesses who need to advertise their businesses. We would make the
profiles of our potential customers on the basis of collected data upon them and then analyze that
for the purpose of identification of our targeted customers on which we would work in order to
make them our customers. New businesses and the already existing businesses who are facing
issues in their advertising campaigns would be our main targeted customers and we would
classify them into these two categories as well.

Positioning statement
Our positioning statement would be as follows:

“For businesses who want boost in their advertising campaigns, we would provide guilt free
services to them so our customers could make an impact through their advertising on their
customers. Satisfaction of customers is our main priority.”
Strategy pyramids
The strategy pyramid would be our marketing plan which would be written in a document which
will contain all the anticipated activities related to marketing of the whole year in it. The
activities of the whole year then would be divided into quarterly phases as well. The activities in
the documents would be guided by three pyramids of the strategy pyramids. In the strategy
pyramids, there would be three parts. The upper part would be the top tier which would be of
strategy of our organization. In this strategy component, there would a summarized version of all
the marketing strategies of our advertising agency. It would be designed to support all other
strategies, supporting organizational goals and objectives of our company. The second
component in the strategy pyramid would be middle layer which would undertake tactics of the
business. These tactics would be about the particular approach or different kind of approaches
which our company would take for attaining its goals and objectives. The third and last
component of the pyramid would be its base which would be the most detailed and specific layer
of the strategy pyramid. This component of the pyramid will undertake all the programs which
are needed for the support of the tactics which are the components of the second layer of
pyramid.
Services marketing mix
Services marketing mix is the combination of the activities of the marketing which any
organization use in promoting and selling their services. Unlike tangible products in which four
Ps are present, the services marketing mix of our advertising agency would have 3 P’s which
would be people, process, and physical evidence same as like every service business possess. We
will engage people through our business process, marketing activities, and with business
operations through our physical organization. People plays an integral role in the consumption of
the services so we would highly emphasize upon the quality of services given to our clients
through our personals for satisfying our customers. We would also pay head to the interpersonal
communication development of our personals as well as it plays a very crucial part in developing
strong relations with the customers which would be beneficial for us in the long run.

Building customer relationship

We would implement customer relationship management (CRM) strategy in building strong
relationships with our customers. It is the most effective strategy in building strong relations with
the customers on the long-term basis. Through implementing customer relationship management
strategy, our advertising agency would become able of retaining our customers through making
them satisfied with our services. We would take different initiatives like giving discount to
customers wishing them on every special occasion, all are this part of CRM which would help us
in building strong relationship with our customers. Building strong relations with the customers
is the ultimate way of success and growth of the company. We would take care of our customers
through excellent customer support services and through giving them the most appropriate
services to them which would help in making them our loyal customers.

Service blue printing

Service blue printing of our advertising agency would be in a form of visual diagram which
explains the relationship between different components of services which are people, pops, and
physical evidence as well which are directly linked with the journey of our organization. Service
blue printing map would act as a map of journey of our advertising agency which will include
complex service-related strategies which our organization would need in a future. Service blue
printing is just like a map for any tourist on the basis of which he would have to reach any
specific location, same is the case with our organization with respect to our service blue printing
which our organization would follow in attainment of its goals and objectives. Our service
blueprint would help us achieving smooth business process, improving the experience of the
employees, and achieving goals and objectives as well.

Marketing research
Carrying out marketing research is very important for every kind of business so is for our
advertising agency as well. We will carry out our marketing research with our potential
customers for the evaluation of feasibility of our services. Marketing research will allow us to
know about our target customers and helping us in informed decision making through collecting
their opinions and documentation from our potential customers on which we would do our
marketing research. We will not conduct our research by outsourcing, we will do our marketing
research through our own. We will do our marketing research through different kind of surveys,
taking interviews, and solving questionnaire from our potential customers. The main purpose
behind conducting our research would be getting idea about target customers and how our target
customers react to our services or not. The collected information would be used in our marketing
strategies, advertising, strategy formulation, and services offered by our advertising agency.

Services process
As an advertising agency, our main offerings are our services which we would provide to our
customers. So, our services as being an only form of offerings, we would pay significant amount
of attention on our services process. We would make our services process as effective as possible
to going satisfaction of out customers for making them our loyal customers which would help us
in retaining them for long run. We would hire professional, talented, and qualified personals for
attainment of our services process. We would conduct a proper planning and strategies about our
services process which would help us in initiating our services smoothly. There would be a
proper check and balance upon the attainment of specified efforts allotted to do in the services
process for ensuring the success of services process.

Perceptual mapping
We would also do a perceptual mapping about our advertising agency through conducting
perceptual research upon it. We would collect all the relevant data and information which would
be needed in making a perceptual map of our advertising agency. We would not just rely upon
the hit and trial method in the construction of perceptual map of our advertising agency, we
would back our perceptual map with the related facts and figures which would act as evidence
behind the perceptual map of our advertising agency. Our perceptual map would be more of kind
of reality map instead of assumption-based map. We would hire a professional for the
construction of perceptual mapping of our advertising agency by providing them the facts and
figures and authentic information about our business which would help in making a authentic
perceptual map.

Chase strategy
Chase strategy is very crucial strategy which many of the successful organization implement for
the success and growth of their organization. We would also implement chase strategy in our
advertising agency. By implementing chase strategy, we would chase the demand set by the
market for us. Through implementing chase strategy, we would limit our business operation and
processes according to the demand of the market which will allow us to maintain our operating
costs due to which we would not hire any extra personals for our advertising agency, and we
would also make our business operation according to our demand in the market. Chase strategy
would allow us to make planning for deciding about giving services to our customers.

Service escape
Service escape is the most important component of every of the advertising agency, so is for our
advertising agency. Service escape undertakes different factors like environment of the
organization, music, scent, color, layout, and design of the organization. We have paid a
significant emphasize upon these factors to make a good service escape of our organization. We
would make our service scape a competitive advantage for us which differentiate us from our
competitors. Service escape plays a psychological game in the minds of the customers as by
seeing a good service escape, the customers got impress and they make a good perception about
our advertising agency due to which they assume that having a good service escape means that
advertising agency would also have a good service as well which would help us in our business.

GAP model
We would also implement Gap model on our advertising agency as well. By implementing GAP
model, we would measure five gap which would be as follows:

 As Gap 1 is the distance between expectations of the customers and managers

expectation so we conduct surveys from our customers to minimize this gap.
 Gap 2 is about perception of the management and actual experience of the customers so
we would have to make sure that we give the quality of services which we promised with
our customers.
 Gap 3 is about specification of experience with respect to their delivery so our managers
would audit the success of delivering the experience to the customers.
 Gap 4 is about delivering the services to the customers and what is communicated to
deliver to them, in tackling this gap our management will ensure the quality services
delivered to our customers.
 Gap 5 is final gape which is about perception of the customers and what they actually
experience. In order to minimize this gap, our advertising agency would have to make
authentic perception in the minds of customers about our services which would be
matched with our actual services.
Research and development
We would make a research and development department in our advertising agency as well which
would conduct research and development for our advertising agency. This research and
development department would look after all the new innovations, technological techniques and
trends in the advertising market which are crucial for the success of the business. Our research
and development department would also conduct research and development about making new
ideas, creative thinking, implementing new techniques, and improving already existed models in
advertising for making a competitive edge for our advertising agency. Research and development
would get a high appreciation in our advertising agency as it is most essential component of
success for any of the advertising agency due to changing environment of the world due to
technology.

Variability
Our advertising agency would also offer variability in our services offerings to our customers as
well. As an advertising agency, we understand that every business has different advertising needs
according to nature of their business. So, in order to meet the needs of every of our customer, we
would give variability in our offered services for meeting needs of our every customer through
which they can get the greatestnumber of benefits, as a result they would become our loyal
customers. Variability in our services would be intended to give for facilitating our every
customer for gaining their satisfaction about our advertising agency. Giving variability in our
proposed services would also help our advertising agency for its growth and success as it would
get chance to target every kind of customer?

Fishbone
We would also construct a fishbone diagram for our advertising agency to gain help in making
strategies for the success of our advertising agency. Fishbone diagram is a visual way of
determining the problems and issues which a company face while operating. Fishbone is
basically a cause-and-effect diagram which helps the organizations in determination of their
perceived problems which they have to face while operating their businesses. Our advertising
agency would construct the fishbone for that very purpose as well in determining the problems
which we would perceive while operating our business. Fishbone would allow our company to
identify the potential problems which we could face in future which would help us in preparing
ourselves before we actually conceive those issues. Furthermore, fishbone diagram would help
us in brainstorming the causes of the problems which we would face a organization and it would
also help us in seeking the solutions of tackling with those problems as well.

Financial budget and forecasts.

As an advertising company, we would also make our financial budget of the year as well and
plan our activities accordingly. We would forecast our finances for the year as well on the basis
of which we would carry out our planning for the whole year. This financial budget would help
us in making strategies for the operations of our business which we would perform throughout
the year. The financial budget and forecast would be developed by our financial department on
the basis of our planning and forecasting results which will ensure the authenticity of our
financial budget, we would not make our financial budget just by assumptions of our financers
rather it would be develop on the basis of facts and figures.

Break-even analysis
As break-even analysis are very important for every company for controlling their expenses and
making business profitable. As a company, we understand the importance if the break-even
analysis as well due to which we would make necessary arrangements in calculating break-even
analysis about our business. Break-even analysis would tell us how many customers we would
have to make in order to cover up our expenses of fixed and variable costs while generating
profit for our company as well. It would give us a idea about margin of safety as well on the
basis of which we would allot sales target to our sales teams. It would also help us in forecasting
our sales and expenses as well.

Sales forecast
As a company, it is very important to carry out sales forecast as it gives you the idea about the
revenue of the organization on the basis of which we would construct our strategies which would
help us in planning activities for the whole year. We would forecast our sells by estimating our
revenue through the number of customers we would target and sell our services to them through
which we would generate that revenue. Our sales team and sales department would help us in
collecting the amount of forecasting customers and data which would be used in forecasting the
sales of our advertising agency. Again, we would only use authentic data and information for
sales forecasting, we would not use any of the false data which could lead us in making wrong
sales forecast.
Expense forecast
In order to become a successful company, it would be very important for us to keep a account on
forecasting our expenses before they incurred in order to prepare ourself before they actually
perceived. We would make expense forecasting on the basis of our planned activities and other
unexpected activities as well which we could have to face while operating our business which
are also an integral part of the operation of company. We would carry out expense forecast on
the basis of authentic data, and we would not rely upon the assumptions and perception of our
financial team for getting an exact insight about the actual expenses which we would face
throughout the year.

Controls
We would definitely keep control over our business operations and processes to ensure their
compatibility and success for our business. Keeping control over our operations of business and
other related factors would allow our advertising agency to better manage our resources, carry
out work, achieving goals and objectives, and keeping operating costs under control as well
which are the main factors of success for our company. Keeping control over the business
activities helps in better managing the employees as well which make them motivated and
productive in the work at same time which would be beneficial for our employees and for the
company as a whole as well. So, it would be very important for us to implement controls within
our organization to ensure our success in both short-run and long-run.

Implementation milestones
We would ensure the implementation of milestones of our advertising agency as well. As the
main purpose of existence of our advertising agency is achieving the goals and objectives set for
the success of our company, so in order to fulfil this purpose we must have to implement the
milestones of our advertising agency which would give a direction to the employees on the basis
of which they would work in order to accomplish this purpose effectively and efficiently.
Implementation of milestones is very important for the whole organization as it would keep
everyone motivated for work in attaining the purpose of existence of our advertising agency
which is its ultimate goal as well. The milestones of the company would be addressed to every
single employee of the company, and it would be included in our mission statement as well to
keep everyone reminded about its implementation and achievement.